Journal
INTERNATIONAL JOURNAL OF CONSUMER STUDIES
Volume 32, Issue 1, Pages 49-58Publisher
WILEY
DOI: 10.1111/j.1470-6431.2007.00636.x
Keywords
Consumer behaviour; intrinsic and extrinsic cues; Japan; food safety; risk management; conjoint analysis
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The stated preference data were used to simulate and examine consumers' valuation of important extrinsic and intrinsic cues that are associated with risky foods. This analysis generates information on how consumers assess trade-offs between price and selected intrinsic and extrinsic cues to determine their choice among alternative products. From this, optimum level of product quality attributes (i.e. intrinsic cues) and optimum price level for import products can be derived. Also, most effective sources of communicating food safety and risk management can be identified. The results show that the country origin cue is a key factor in understanding consumers' choice behaviour for food product that entails potential risk, which may suggest that consumers are using this information as a risk-reduction strategy.
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